Marketing management presentation on Paan

2. Objectives
♠ To Revive the Tradition of Paan
♠ To Launch a Product unfolding the mindset & taste of
the Indian Palate
♠ To constantly deliver quality products and make our
organization a globally trusted brand
♠ To bring joy in every bite & excitement for different
taste

3. Index
♠ Paan – A Tradition
♠ Betel Leaf- The Amrut
♠ Market analysis
♠ Market Opportunities – Customer Analysis
♠ Marketing Mix
♠ USP
♠ SWOT Analysis
♠ Ansoff’s Matrix
♠ Boston Consulting Group Matrix
♠ Promotional Strategy
♠ Interactive Game on Paan
♠ Back Up Slides

4. PAAN is a Tradition

5. Betel Leaf - The Amrut
♠ According to traditional Ayurveda medicine, chewing areca nut and betel leaf is
a good remedy against bad breath
♠ Betel leaf juice is credited with diuretic properties.
♠ Betel leaves are beneficial in the treatment of nervous disorders.
♠ The betel leaf has analgesic and cooling properties.
♠ Betel leaves are useful in pulmonary afflictions suffered in childhood and old
age.
♠ Local application of the leaves is effective in treating sore throat

6. The Amrut of Life ♠ PAANAMRUT

7. What
• Premium quality ready-to-eat
Paan, hygienically packed
Who
• Vibrant youth, busy corporates &
businessmen, Energetic 21st century women
Why
• Inculcate healthy habits
• Enhance the overall quality of life
The Amrut of Life - PAANAMRUT

8. Market Analysis

9. Market Opportunities - PESTEL
• Government supports tobacco & nicotine free productsPolitical
• Supportive pricing strategy
• Disposable income not affected
Economic
• Reviving the tradition of mouth freshener with health benefits
• Instead of deforesting we are helping nature
Social
• Set up of Cancer research institute
• R & D on climate and soil
Technological
• Operations on Biogas & Solar Energy
• Rainwater harvesting
Environmental
• Employment of laborers as per Indian laborLegal

11. Segmentation & Targeting
♠ Regular Paan Eaters and Paan Masala Gutkha Eaters are the people who will actually buy &
use our product
♠ Findings of research & analysis indicates that the group of Occasional Paan Eaters and Non-
Paan Eaters will strongly influences the purchase process
Market Opportunities – Customer Analysis

12. Positioning
100% tobacco free & nicotine free Benefits from organically grown Betel leaves
Segmentation & Targeting
Paan Masala &
Gutkha
Regular Paan Eaters
Occasional Paan
Eaters
Non-Paan Eaters
(includes non
drinkers & smokers)
Market Opportunities – Customer Analysis

13. Marketing Mix (4 P’s)
at the
right time.
at the
right
price,
Right
product in
the right
place,

14. ♠ Banarasi Meetha Paan ♠ Paan Pillets ♠ Paan Shots
♠ Banarasi Sada Paan ♠ Chocolate Flavoured Pillets ♠ Paan Kulfi
♠ Calcutta Meetha Paan ♠ Mint Flavoured Pillets ♠ Paan Chewing Gum
♠ Calcutta Sada Paan ♠ Rose Flavoured Pillets
♠ Maghai Meetha Paan ♠ Vanilla Flavoured Pillets
♠ Maghai Sada Paan ♠ Strawberry Flavoured Pillets
♠ Chhote Nawab Paan
♠ Paan Thandai
♠ Cocktail Paan
♠ Dry Fruit Paan
Product
All Paan’s comes with & without Areca nut (supari)

15. Core
Basic
Augmented
Potential
P
R
O
D
U
C
T
♠ Aids Digestion
and Freshness
element
♠ Hygienic Packaged Paan
♠ Health Benefits
♠ Tobacco Free
♠ Variety of Flavours
♠ Diversification of the
product
♠ Product Mix &
Innovation
Product Levels

16. USP
♠ Refreshing Taste
♠ Safe & Hygienic
♠ Addictive Flavor
♠ 100% tobacco free & nicotine free
♠ For All age groups (Youthful)
♠ Digestive Aid
♠ FDA Certified
♠ 100% vegetarian
♠ Beatle leaves are grown organically

17. Future Product Innovation & Product Mix
♠ Non-Alcoholic Organic Paan Flavored Drink
♠ Organic Paan Drink

18. Paan Type Price Size
♠ Banarasi Sada Paan 20 15gms
♠ Banarasi Meetha Paan 30 20gms
♠ Calcutta Sada Paan 30 15gms
♠ Calcutta Meetha Paan 35 30gms
♠ Maghai Sada Paan 35 15gms
♠ Maghai Meetha Paan 45 30gms
♠ Chhote Nawab Paan 30 15gms
♠ Paan Thandai 30 25gms
♠ Cocktail Paan 30 30gms
♠ Dry Fruit Paan 50 40gms
♠ Hum Tum Paan 50 40gms
♠ Paan Pellets 25 1 Box - 10 Pillets, 20 gms
♠ Chocolate Flavored Pellets 30 1 Box - 10 Pillets, 20 gms
♠ Mint Flavored Pellets 30 1 Box - 10 Pillets, 20 gms
♠ Rose Flavored Pellets 30 1 Box - 10 Pillets, 20 gms
♠ Vanilla Flavored Pellets 30 1 Box - 10 Pillets, 20 gms
♠ Strawberry Flavored Pellets 30 1 Box - 10 Pillets, 20 gms
♠ Paan Shots 20 1 Blended shot 50 ml
♠ Paan Kulfi 20 40gms 1 slab
♠ Paan Chewing Gum 5 1 Strip – 6 Chewing Gum’s
♠ Organic Paan Drink 650 750ml
Pricing
♠ Premium pricing (also called prestige pricing)
is our strategy
♠ Pricing at or near the high end of the possible
price range will help attract status-conscious
consumers
♠ The high premium pricing will enhance and
reinforce our Brand image
♠ Brand and product attributes such as eco-
labelling will add value for consumers and
also attract premium pricing
♠ The price will be an indication of good quality
♠ Its a sign of self worth - "They are worth it;" it
authenticates the buyer's success and status;
it is a signal to others that the owner is a
member of an exclusive group

19. ♠ Packaging & Manufacturing
unit located at Panvel
♠ Centrally located
♠ Surrounded by greenery
♠ Easy accessibility
♠ Close to Railway
♠ Final product can be easily
transported to various parts of
Mumbai
Place

20. Promotional Strategy

21. Promotional Strategy
♠ Active social media pages to interact with our
♠ Also promote our initiatives
♠ All Major Travel, news , entertainment portals to show
Launch campaign
♠ Launch PaanAmrut Website: 1st interactive Paan Site with
Blogs, CSR Activities, Campaigns, Event Presence, Tradition
of Paan Unfolded
♠ Tie up with online partners for offering discount coupons as
a visitor registers on the site Tie up with various leading
restaurants providing authentic Indian food

22. Betel Leaves procured
from farm in Panvel
near processing and
packaging unit
Paan Ingredients
assembled at the
factory
Assembly line for
Production and
Packaging of the
products
Stored in climate
controlled rooms
under distribution
stage
Marketing
Distribution Product
transported within 24
hours
Reaches
Franchises, Outlets &
Distributors in
Mumbai
Distribution Process

23. SWOT
AnalysisOppurtunity
Threats
Strengths
Weakness

24. STRENGTHS
India’s abundance of natural agricultural
resources makes the market attractive to
investors from all food sub-sectors
Understanding of Indian consumer
behavior
Effective & attractive packaging
Scope for considerable expansion across
all formats and across all regions of the
country
SWOT Analysis
Strong R & D leading to innovation
Strong and well differentiated brand
Wide distribution network
Strong marketing team
Quantity & variety

25. WEAKNESSES
Agriculture remains inefficient and is
vulnerable to climatic changes
Infrastructure is notoriously
inadequate. A 500km road journey
can take as much as 24 hours owing
to poor road conditions, congestion
and tolls
Unable to have world wide
operations
Low market share
Limited financial resources
Lack of awareness among
prospective customer
SWOT Analysis

26. OPPORTUNITIES
Helps in improving people diet & daily
lives
Changing life style of people
Company has advantage of economies
of scale in packaging and advertising
Government is actively seeking
investment in the food processing and
agribusiness industries
Government deregulation
Potential for expansion in smaller town
is still available
Competitive advantage over local market
SWOT Analysis

27. !
THREATS
Introduction of new substitute products
Changing customer needs/tastes
Increased government regulation
Logistical problems, underdeveloped
service networks and poor
infrastructure hinder development of
the industry
SWOT Analysis

28. Market
Penetration
Product
Development
Market
Development
Diversification
New NewExisting Existing
Market
Product
Ansoff’s Matrix
•Existing market and New
product indicated “Product
Development” stage
•Packaging existing product in
new way
•Introducing new product into
existing market
•Research & development and
innovation
•Detailed insights into customer
needs (and how they change)
•Being first to market

29. Boston Consulting Group Matrix
Question
mark Star
Dog Cash
cow
BCG Matrix
Market Share
MarketGrowth
HighLow
HighLow
Question
marks
represent
business units
having low
relative
market share
and located in
a high growth
industry.
Potential to gain market share and become a star, and
eventually a cash cow

30. Plan to increase
market share by 5%
by end of 2013
Plan to increase
market share up to
12% by end of 2015
Plan to increase
market share up to
23% by end of 2020
Strategy to increase Market Share
♠ Plans to introduce Paan Parlor as one of the
major step to increase Market Share

32. Strategy to increase Market Share

33. Packaging and labeling

34. Paan ingredients

35. Packaging and labeling
List of ingredients
♠Betel Leaf (Paan Patta)
♠Lime Stone Powder and water (Chuna)
♠Catechu and water (Kattha)
♠Sugar, Powder rose leaves, Menthol & red food color
♠Mix of vegetable and fruit powder (Heera Panna)
♠Diced Betel Nut (Supari)
♠Dates (Khajoor)
♠Grated Saffron Betel Nut (Kesari Supari)
♠Green Leaves (Hara Patta)
♠Gulab Chutni
♠Green Gold Chutney
♠Elaichi (Cardamom)

38. So Just
enjoy your
Paan !!!

39. THANK YOU

40. Back up

41. Q. No. Type Questions Options
Tick
Here
1 when How many time in a week you would like to have Masala Paan
1
2
3
4
5
More then 5
2 where Will you prefer to have Paan from local tapri or from reputed brand
Branded Paan
Tapri Paan
Other then this
3 when
How many times you will like to have branded paan if it is safe, tasty and
health beneficial
1
2
3
4
5
More then 5
4
Mouth Freshner
flavour/type
After a meal, what would you like to have as mouth freshner?
Paan
Mukhwas
Fresh Gum
5
Mouth Freshner
flavour
What flavour of Paan you would prefer if avaliable
Chocolate
Rose
Mint
Khus Khus
6 Price How much you can spend on mouth freshner
10
15
20
25
7 Mouth Freshner buy
Do you buy your current mouth freshner / mukhwas from market or you
prefer home made
Market
Home made
8 how supari Do you have Paan with Supari or without Supari
With Supari
Without Supari
9 brand Have you ever had Paan before
Yes
No
10 when time Time of having Paan
After breakfast
After lunch
After evening breakfast
After dinner
11 who Do you allow your spouse/GF/Children to have Branded PAAN?
Yes
No

42. 12 brand
Do you know any branded PAAN company? or Any specialize PAAN wala
? Yes
If Yes, Then specify_____
13 general As a Paan connoisseur do you feel it is a decider of your personality
Not at all
A little
Somewhat
Very Much
Yes
No
14 brand As a consumer how do you perceive paan?
Product for freshness
Time pass
Value for Money
Use and throw
Optional
15 brand Overall, what is your reaction to the described product?
Poor
Fair
Good
Very Good
Excellent
16 benefits What is it that element you like about Paan
Mouth Freshner
Digestive Properties
Sweetness
Savoury
Other:
17 benefits What do you like least about a Paan ?
Juicy
Strong Flavour
Taste
Other:
18 benefits What would be your main reason for buying Paan?
Mouth Freshner
Digestive
Acquired Taste
Subsitute to Mouth
Freshner
Flavoured Tastes in
Paan
Reviving an Indian
Tradition
Other:

43. 19 who Overall, how interested are you in buying Paan if it were available?
Neutral
Not very Interested
Not at all Interested
20 who Which of the following best describes your need for Paan?
I really need Paan because
nothing else can solve this
problem.
This is a minor
improvement over what I
currently use.
It looks okay but is about
the same as what I have
now.
My current Paan would
serve me better.
I do not eat Paan
I am willing to revive the
tradition of Paan in India
which has many healthy
benefits
21 Price
Based on the description, what price would you expect to pay for the
product?
Rs 10 - Rs 15 Regular
Rs 15 - Rs 30 Regular with
Flavour
Rs 30 - Rs 50 Premium
Rs 5 - Rs 10 Mini
22 Price
Assuming the new product is priced comparably to other major brands,
would you say it is ..
Very Good
Fairly Good
Average
Somewhat Poor
Very Poor
Not Sure / Can't Say
23 brand
Other than the product itself, which of the following would most influence
you when deciding to buy a Paan?
Commentary on the
internet/web site
Word-of-mouth
Sales/service
representative
Industry publications
Advertising
Trade shows/events
Other: